Results for articles with tag 'red' (2 total)
02/15/2008 05:58:30 AM 
As we all know, money talks.
In a single day, RED raised an incredible $42.6 million to add to the $50 million raised to date through its efforts with brands.
It did it with an auction of contemporary art.
Here's are 7 reasons why its brilliant.
1. Contemporary art is simply the hottest and most valuable product out there- prices have been going through the roof in recent years
2. Big name artists are the hottest brands there are- especially guys like Damien Hirst who had work in the auction
3. Rare and limited editions have a premium value- so art created especially for RED- fitted that criteria
4. RED leveraged its celebrity founders to give the art and the auction cache.
5. Playing to the guilt factor- like the RED brand in general- purchasers can feel good about buying and artists feel like valued contributors
6. Partnering with Sotheby’s added status and value to the event
7. Holding the auction on Valentine's Day, gave the event a theme and an anchor
This piece, a collaboration between Banksy and Damien Hirst was supposed to fetch $200k, but ended up going for $1.8 million!
Economists frequently tell us that we are a time of incredible wealth with a new class of super-rich, RED's strategy of pushing its brand upstream, creating an event to capture this wealth and line its own pockets, is pure genius.
Posted by Ed Cotton
06/18/2007 10:20:28 PM
We wondered if people were giving up on Africa and it was becoming a forgotten story.
We wondered if the interest and awareness for RED that we saw in 2006, was dwindling away.
We suggested that RED made more of an effort to get its story out.
This month, something big finally happened, with the help of Conde Nast’s Vanity Fair, who invited Bono to be the magazine’s first ever guest editor, for a special Africa issue for July.
In the magazine, RED gets the chance to share its story about getting pills to Africa’s 28 million AIDS sufferers.
The article talks about the power of ARVs to restore normalcy to the lives of AIDS victims and highlights the progress made by the country of Rwanda, where 67% of the people who need the drugs, now have them.
Elsewhere across the continent of Africa, only 28% are getting the drugs they need, so there’s still a lot of work to be done.
Beyond this month's Vanity Fair, RED seems to be making more of an effort with its communication, it has an active blog (RED, please make more of this!!!) and its starting to use YouTube a bit more.
The Vanity Fair July issue is a huge coup for RED, hopefully it will prompt more in the media world to donate the time and space to help RED tell its important story in new and intriguing ways.
Posted by Ed Cotton
Articles for tag red (2 total).